Staff View: The best practice of marketing strategies for the Malaysian business event industry from experts' perspective

The best practice of marketing strategies for the Malaysian business event industry from experts' perspective

Purpose: This paper aims to explore the best practices in marketing strategies for the Malaysian business event industry. Design/methodology/approach: A qualitative methodology was adopted to collect primary data from semi-structured interviews. The informants included ten experts from the Malaysian...

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Main Authors:	Mohd Nasir, Hazira, Alagas, Elangkovan Narayanan, Amin, Muslim, Zamzuri, Norol Hamiza, Mohd Zairul, Mohd
Format:	Article
Published:	Emerald Publishing 2021
Online Access:	http://psasir.upm.edu.my/id/eprint/95343/ https://www.emerald.com/insight/content/doi/10.1108/JHTI-09-2020-0178/full/html
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id	my.upm.eprints.95343
record_format	eprints
spelling	my.upm.eprints.953432023-02-20T01:39:21Z http://psasir.upm.edu.my/id/eprint/95343/ The best practice of marketing strategies for the Malaysian business event industry from experts' perspective Mohd Nasir, Hazira Alagas, Elangkovan Narayanan Amin, Muslim Zamzuri, Norol Hamiza Mohd Zairul, Mohd Purpose: This paper aims to explore the best practices in marketing strategies for the Malaysian business event industry. Design/methodology/approach: A qualitative methodology was adopted to collect primary data from semi-structured interviews. The informants included ten experts from the Malaysian business event industry. The data collected were then grouped using the ATLAS.ti (v.8) software for thematic analysis. A trustworthiness assessment was applied to increase the credibility and ensure the rigour of the qualitative findings. Findings: The qualitative results revealed the following final themes: event marketing, the marketing plan, the 7 Ps of the marketing mix, strength, weaknesses, opportunities and threats (SWOT) analysis and traditional and digital marketing. Interestingly, three inductive themes were also emerged as follows: relationship marketing, unique selling points (USPs) and key opinion leaders. Research limitations/implications: This study looked at Malaysian business events and focused only on findings from the industry expert's perspective. In the future, further investigation may concentrate on other business event industry players such as destination marketing companies, airline operators, travel intermediaries, clients, suppliers, universities and the government. Practical implications: The findings offer a holistic approach to increase Malaysia's competitiveness among other primary business event host destinations in the Asian-Pacific, improve its worldwide and Asian-Pacific rankings and better position the country as a preferred business event destination during the coronavirus disease 2019 (COVID-19) pandemic. Originality/value: This is the first such study to date, which has never been explored in qualitative academic research. This study has substantial implications for various business event industry stakeholders in Malaysia. Emerald Publishing 2021 Article PeerReviewed Mohd Nasir, Hazira and Alagas, Elangkovan Narayanan and Amin, Muslim and Zamzuri, Norol Hamiza and Mohd Zairul, Mohd (2021) The best practice of marketing strategies for the Malaysian business event industry from experts' perspective. Journal of Hospitality and Tourism Insight, 5 (2). pp. 413-434. ISSN 2514-9792; ESSN: 2514-9806 https://www.emerald.com/insight/content/doi/10.1108/JHTI-09-2020-0178/full/html 10.1108/JHTI-09-2020-0178
institution	Universiti Putra Malaysia
building	UPM Library
collection	Institutional Repository
continent	Asia
country	Malaysia
content_provider	Universiti Putra Malaysia
content_source	UPM Institutional Repository
url_provider	http://psasir.upm.edu.my/
description	Purpose: This paper aims to explore the best practices in marketing strategies for the Malaysian business event industry. Design/methodology/approach: A qualitative methodology was adopted to collect primary data from semi-structured interviews. The informants included ten experts from the Malaysian business event industry. The data collected were then grouped using the ATLAS.ti (v.8) software for thematic analysis. A trustworthiness assessment was applied to increase the credibility and ensure the rigour of the qualitative findings. Findings: The qualitative results revealed the following final themes: event marketing, the marketing plan, the 7 Ps of the marketing mix, strength, weaknesses, opportunities and threats (SWOT) analysis and traditional and digital marketing. Interestingly, three inductive themes were also emerged as follows: relationship marketing, unique selling points (USPs) and key opinion leaders. Research limitations/implications: This study looked at Malaysian business events and focused only on findings from the industry expert's perspective. In the future, further investigation may concentrate on other business event industry players such as destination marketing companies, airline operators, travel intermediaries, clients, suppliers, universities and the government. Practical implications: The findings offer a holistic approach to increase Malaysia's competitiveness among other primary business event host destinations in the Asian-Pacific, improve its worldwide and Asian-Pacific rankings and better position the country as a preferred business event destination during the coronavirus disease 2019 (COVID-19) pandemic. Originality/value: This is the first such study to date, which has never been explored in qualitative academic research. This study has substantial implications for various business event industry stakeholders in Malaysia.
format	Article
author	Mohd Nasir, Hazira Alagas, Elangkovan Narayanan Amin, Muslim Zamzuri, Norol Hamiza Mohd Zairul, Mohd
spellingShingle	Mohd Nasir, Hazira Alagas, Elangkovan Narayanan Amin, Muslim Zamzuri, Norol Hamiza Mohd Zairul, Mohd The best practice of marketing strategies for the Malaysian business event industry from experts' perspective
author_facet	Mohd Nasir, Hazira Alagas, Elangkovan Narayanan Amin, Muslim Zamzuri, Norol Hamiza Mohd Zairul, Mohd
author_sort	Mohd Nasir, Hazira
title	The best practice of marketing strategies for the Malaysian business event industry from experts' perspective
title_short	The best practice of marketing strategies for the Malaysian business event industry from experts' perspective
title_full	The best practice of marketing strategies for the Malaysian business event industry from experts' perspective
title_fullStr	The best practice of marketing strategies for the Malaysian business event industry from experts' perspective
title_full_unstemmed	The best practice of marketing strategies for the Malaysian business event industry from experts' perspective
title_sort	best practice of marketing strategies for the malaysian business event industry from experts' perspective
publisher	Emerald Publishing
publishDate	2021
url	http://psasir.upm.edu.my/id/eprint/95343/ https://www.emerald.com/insight/content/doi/10.1108/JHTI-09-2020-0178/full/html
_version_	1758952025709608960
score	13.211869

The best practice of marketing strategies for the Malaysian business event industry from experts' perspective

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